GCUC Podcast Recap: Nir Kelnerm Brain Embassy

The Future of Work: Nir Kelner on Hospitality, Innovation, and Community in Coworking

In the ever evolving world of coworking, few leaders have had a front row seat to its transformation quite like Nir Kelner. As the CEO of Brain Embassy, Kelner has spent over a decade shaping the industry, championing hospitality, and redefining what it means to create workspaces that truly serve their communities. In a conversation with Liz Elam, Nir shared his insights into Brain Embassy’s unique approach, the role of community in coworking, and the resilience of Israel’s entrepreneurial scene.

Lessons and Innovations

Reflecting on his journey, Kelner sees himself as a pioneer in the coworking movement, witnessing firsthand how the industry has matured. He believes the future of coworking hinges on one fundamental principle: hospitality.

“More and more operators are realizing that this business is about hospitality. It’s about experiences,” he shares.

The shift towards creating environments that prioritise well being, convenience, and meaningful engagement has set the stage for a new era of workspace design.

One of Brain Embassy’s latest innovations is its exclusive outdoor experiences, tailored specifically for members. Understanding the growing need for work life balance and team building, Kelner and his team have curated a series of activities that allow companies to engage in off site retreats without the logistical hassle.

“We created a menu of activities that as a Brain Embassy member, you can choose without spending time searching for them,” he explains.

This initiative includes both local and global experiences, with the first international Brain Embassy experience trip set for Catalonia.

Coworking in London and Tel Aviv

Beyond Brain Embassy’s home bases in Warsaw, Tel Aviv, and Antwerp, Kelner keeps a keen eye on global coworking trends. London, he notes, is a particularly vibrant hub, brimming with beautifully designed office spaces and a strong sense of community.

“Last time I explored coworking spaces in London was in 2021, and the scene there is phenomenal. Some of the spaces are just incredibly gorgeous,” he says.

When it comes to Tel Aviv, Kelner acknowledges the city’s unique entrepreneurial spirit and resilience, despite recent challenges.

“The coworking industry was on fire here. We still have the community, but we haven’t fully returned to where we were in 2022 yet,”

he observes. However, he remains optimistic about the city’s future, crediting Israel’s strong culture of innovation and adaptability.

What’s Next for Brain Embassy and Coworking?

As the industry continues to evolve, Kelner is committed to staying at the forefront of change. Whether it’s launching new experiential offerings, expanding into new markets, or enhancing community engagement, his vision for Brain Embassy is clear: to create coworking spaces that go beyond just providing desks and meeting rooms, but instead foster an ecosystem of support, creativity, and growth.

As he puts it, “It’s not just about providing a space—it’s about creating an environment where people thrive.”

To listen to the full episode, tune in wherever you stream your media.